INS seeks to set the ‘Wheels of the Economy’ in motion with a series of print ads
After over five months of restrictions and economic slowdown due to the COVID-19 pandemic and lockdowns, India is now looking at a revival, especially as the festive season begins.
Due to newspaper circulation almost at a standstill for a large part of the lockdown period, advertising activity in print media was also minimal. As India Unlocks, the wheels of the economy have been set in motion and businesses are all geared to operate in the new normal.
Reflecting this general air of optimism, and also in order to bring the country’s economy back on track, the Indian Newspaper Society (INS), the central body for promoting the interests of newspapers in India, has endeavoured to roll out an advertisement campaign to encourage readers to participate in the process of boosting the country’s economy.
The campaign, titled ‘Wheels of the Economy’, sports the tagline: “Every rupee spent is a rupee earned for the nation”. The series of ads have been released in nine languages – English, Hindi, Bangla, Gujarati, Marathi, Malayalam, Kannada, Tamil and Telugu.
To create an impact, INS has asked all its member publications to release the advertisements in their respective publications today, August 27, 2020.
Each of the advertisements will carry the INS logo and the respective publication’s logo.
The visual in each ad sports a split image of two completely non-related objects/ activities. It is the body copy that ties the two images together. For instance, one ad shows a washing machine on one side, while the other side has the image of a jute carpet. The body copy reads: “The washing machine you purchase today will help grow your carpet business tomorrow...When you purchase a washing machine, a showroom makes a profit from it. And so do its employees. Who would then spend their salaries in decorating their homes with new carpets purchased from your shop.” The ad signs off by saying: “The chain of economy is connected to everyone. Don’t break it.”
View the ads below: